Amazon eats into online electricals and stationery | WARC | The Feed

Amazon eats into online electricals and stationery

Amazon now accounts for 41% of e-commerce electrical sales in the UK and 23% of online office stationery sales, according to Edge by Ascential – and its share is set to grow significantly as people settle into hybrid models of office work and studying.

Forecast growth 

• E-commerce electrical sales on Amazon in the UK are set to grow 103% by 2025, with Amazon’s category share climbing to 49%.
  
• Online office stationery equipment sales on Amazon in the UK are predicted to increase 144% by 2025, with Amazon’s category share rising to 34%. 
  

Share of search

Edge by Ascential studied the share of search for electrical and office stationery equipment during the back-to-school/university period between 17th July and 17th August. 

• Asus dominated share of search for laptops on Amazon with an average daily share of 20% for most of the the period.
• Pens were the most searched items online across the stationery category, with BIC as the top searched-for brand (30.1%) across major retailers. However, own-label (23.9%) ranked closely in second position, particularly popular via retailers Asda and Tesco.

Takeaway

Amazon is fast becoming the back-to-school retailer of choice due to its wide assortment across multiple categories. But grocery retailer own-label products continue to perform strongly, as the price gap here may have more value with consumers over branded competitors.

Sourced from Edge by Ascential